In today's business environment, firms that truly focus on customers must instill a corporate culture that places customers and other stakeholders at the top of the organizational hierarchy. when this occurs, the firm shifts its focus from transactions to, and from to collaboration.

In today's business environment, firms that truly focus on customers must instill a corporate culture that places customers and other stakeholders at the top of the organizational hierarchy. when this occurs, the firm shifts its focus from transactions to relationships, and from competitions to collaboration.

Customer are considered to be king in the current open market condition, where seller are trying every bit to attract more and more customer. When a firm possesses capabilities that allow it to serve customers' needs better than the competition, the firm is said to have competitive advantage, however, this lead to shift of focus from transaction to relation building with customer to gain profit in long run and it does not focus only on competition but look for collaboration with customer to gain competitive advantage for future.